Key International Consumer campaigns

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Karin Floyd
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Key International Consumer campaigns STA TRAVEL GERMANY, SWITZERLAND & AUSTRIA JULY - SEPTEMBER Phase 3 of our ongoing campaign featuring online, radio, front-line training, school-leaver (WH) and

message: Book your trip to the Northern Territory and get your Working Holiday Visa paid by STA Travel Leverage Tourism Australia Best Jobs campaign with an edm campaign to 2,150 German Best Jobs in

2 Key International Consumer campaigns STA TRAVEL GERMANY, SWITZERLAND & AUSTRIA JULY - SEPTEMBER Phase 3 of our ongoing campaign featuring online, radio, front-line training, school-leaver (WH) and in-store promotions focused on domestic airline access to the NT with measurable targets Target: achieve 1,000 passengers to the NT with a minimum stay of 2- nights before end of December 2013 Key message: Book your trip to the Northern Territory and get your Working Holiday Visa paid by STA Travel Leverage Tourism Australia Best Jobs campaign with an edm campaign to 2,150 German Best Jobs in the World applicants Results to date: 797pax / 3,200 visitor nights (average 4.7) booked for travel to the NT before end December 2013 in response to campaign Fifteen-fold increase in NT product sales Ports of flight origin into NT: SYD 36%, CNS 25%, ADL 14% NT entry ports: DWN 41%, ASP 47% AYQ 12%

Key International Consumer campaigns TOURISM NT / TOURISM AUSTRALIA / ETIHAD /

on Sydney as the major gateway to Australia, inclusive of the Etihad / Virgin

first-time travelers to Australia Coop with key trade partners; major

3 Key International Consumer campaigns TOURISM NT / TOURISM AUSTRALIA / ETIHAD / DESTINATION NSW / DERTOUR / EXPLORER FERNREISEN JULY Major activity capitalising on Sydney as the major gateway to Australia, inclusive of the Etihad / Virgin Australia Skypass to the NT Online & out-of-home (billboards) targeting first-time travelers to Australia Coop with key trade partners; major distributor, DERTOUR and influential direct-seller network, Explorer Fernreisen Click here for more information

planning a trip to destinations in Asia with flight connections to Darwin, including Singapore, Bali, Malaysia and the Philippines. Click here for more information Links to australiasoutback.

4 Key International Consumer campaigns OPODO JUNE - JULY Opodo is a leading continental Europe Online Travel Agent. NT microsites targeting users searching for Australia and competitive long-haul destinations including New Zealand, America, South Africa and Canada; and also promoting the NT to users planning a trip to destinations in Asia with flight connections to Darwin, including Singapore, Bali, Malaysia and the Philippines. Click here for more information Links to australiasoutback.de and GetYourGuide, an online marketplace well suited to individual NT operator suppliers. Results to date: 44% increase in pax clicks to site (2,779) 53 exit links to DERTOUR (trade partner) packages inclusive of the NT. Singapore Airlines to join digital campaign in October 13.

Key International Consumer campaigns TUI FLEX TRAVEL, SWITZERLAND

edm, agent training/famil NT featured as Destination of the Year -

2014 COCO WELTWEIT REISEN, AUSTRIA A relatively small, but no less

5 Key International Consumer campaigns TUI FLEX TRAVEL, SWITZERLAND Multi-layered campaign including out-of-home (Zurich Trams), digital, edm, agent training/famil NT featured as Destination of the Year - catalogue Target 1,600 pax to the NT by Mar COCO WELTWEIT REISEN, AUSTRIA A relatively small, but no less important digital and print advertising B2B (agency network) and B2C cooperation Self-drive and indigenous product focus

6 Key International Press Office Activity An outstanding 10-page NT feature story was published in Abenteuer und Reisen, leading German travel and leisure magazine; 90,000 circ. 475,000 readers. The coverage resulted from a Tourism NT / SQ sponsored media famil in May. New famils: BEEF Magazine; Germany and NZZ, major daily Swiss newspaper.

Highlight (12,620/318 likes & 17 shares) was a night Under the Stars in the Outback.

7 Key International Social Media Activity Facebook fans of the German Tourism NT page has grown from 1,300 to 3,000 between Jul-Sep. Target Dec. 2013: 9,000 Sponsored posts/stories commenced mid-september Tourism Australia German Facebook page devoted to the NT during week commencing 18-August. Highlight (12,620/318 likes & 17 shares) was a night Under the Stars in the Outback. Darwin Sunset cruise was liked over 240 times and shared 16 times; Mindil Beach markets generated 100 likes and reaction to a thorny devil post supported a view that native animals attract user engagement. Virality ranged from 3.2% (406 from 12,620) for the Under the Stars post to 6% (101 from 6,184) for the Alice Desert Festival. Plan now to introduce Key Influencers strategy

Key International Trade Activity BOOMERANG REISEN Strategy to increase the proportion of Australian clients into

clientele; Capitalise upon the BR Meine Reise (My Travels) dynamic packaging link to the TUI network of retail

Red Centre, Nature s Way and Binn s Track) Agent training in Hamburg:- Explorer Fernreisen and Boomerang Reisen

8 Key International Trade Activity BOOMERANG REISEN Strategy to increase the proportion of Australian clients into the NT and the length of their NT stay; Enhancement of a GPS guidebook product sales device for BR self-drive clientele; Capitalise upon the BR Meine Reise (My Travels) dynamic packaging link to the TUI network of retail agencies in Central Europe. AGENT TRAINING / OTHER Aussie Specialist Webinar: focus Explorer s Way (incl. Red Centre, Nature s Way and Binn s Track) Agent training in Hamburg:- Explorer Fernreisen and Boomerang Reisen consumer direct-seller agents Product Lines trade newsletter distributed in August. Registration to attend ITB March 2014 is open.

Key Opportunities for Operators TRADE EDM PRODUCT LINES Tourism NT Central Europe

titled Product Lines. August 13 issue below.

inclusion. Translation inmarket. Next edition Dec. 2013 Contact : Katja Bockwinkel.

providing an opportunity to introduce new NT products into the European digital

media campaign with Opodo, a leading European online travel agency (OTA).

9 Key Opportunities for Operators TRADE EDM PRODUCT LINES Tourism NT Central Europe produces and distributes to trade distribution partners a regular electronic newsletter titled Product Lines. August 13 issue below. We invite operators to submit updates about new product developments for potential inclusion. Translation inmarket. Next edition Dec Contact : Katja Bockwinkel. OPODO AND GET-YOUR-GUIDE Get-Your-Guide a Swiss-based partner of Trip Advisor are providing an opportunity to introduce new NT products into the European digital market-place and to be directly linked into the current Tourism NT initiated digital media campaign with Opodo, a leading European online travel agency (OTA). Get-Your-Guide is a virtual market place. Supplier registration is free-of-charge. Commission is only paid on the receipt of new bookings. Contact:

Focus for next Quarter TOURISM NT / TOURISM AUSTRALIA / EMIRATES AIRWAYS/ TOURISM WA / EXPLORER FERNREISEN NOVEMBER - DECEMBER Joint NT / WA promotion focused on self-drive opportunities between

airline services Major online and out-of-home (billboards) campaign targeting mature-aged repeat travelers to Australia; Planning campaigns in coop with SQ, TQ, AAT King s / Meiers Weltreisen & BoTG

10 Focus for next Quarter TOURISM NT / TOURISM AUSTRALIA / EMIRATES AIRWAYS/ TOURISM WA / EXPLORER FERNREISEN NOVEMBER - DECEMBER Joint NT / WA promotion focused on self-drive opportunities between Perth and Darwin Boomerang Highway Link Perth, as an Emirates Australian gateway with Alice Springs and Darwin as part of the Emirates / Qantas Walkabout Pass, inclusive of Qantas / Jetstar domestic airline services Major online and out-of-home (billboards) campaign targeting mature-aged repeat travelers to Australia; Planning campaigns in coop with SQ, TQ, AAT King s / Meiers Weltreisen & BoTG Malaysia Airlines trade media FVW feature linked to reintroduction of DRW services. Social media activity integrated in support of all consumer / trade coop campaigns Implementation of SM Influencers strategy Tourism NT / Tourism Australia / Emirates Airways/ South Australian Tourism Commission / DERTOUR / Explorer s Way NOVEMBER - DECEMBER Major promo with Adelaide as gateway to Australia and the Outback, inclusive of the Emirates/Qantas Walkabout Pass into the NT Focus on Explorer s Way north-south transcontinental corridor contrasts from Tiwi to Kangaroo Island Major online and out-of-home (billboards) campaign targeting mature-aged repeat travelers to Australia Opportunity to influence key trade partners and lay the foundation for future activities

INTERNATIONAL NEWS & RESULTS

INTERNATIONAL NEWS & RESULTS CENTRAL EUROPE July September Quarter Update 2014 Please direct your queries to: international.tourismnt@nt.gov.au KEY INTERNATIONAL CONSUMER CAMPAIGNS NEON.DE IN PARTNERSHIP